Our answer is clearly culture! We agree with Leslie Bradshaw at Jess3 (and we’re big fans). Is it really a choice though? Paying appropriate attention to strategy and planning is part of an adaptive culture. We think that the modern social, digital business has an iterative process for regularly re-examining its own culture. It’s about embedding change into your culture; that can be hard. Many think that social media and the social web are the root of this transformative time for business. We think it is culture – an agile, adaptive one of character and responsibility that can withstand the rigors of real-time communication with employees and customers.

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Jeff Marmins is a consultant, speaker and trainer helping companies better engage and communicate with customers and employees through the use of social software, community platforms, and other emerging web and mobile technologies....